Where email placements fit in paid-media planning
Jonathan Kagan, with contributions from Brandon LaRocco and Patrick Dunfey, examines advertising placements in email environments such as Gmail and Outlook. The article connects campaign access, creative and measurement with a more useful comparison set than branded search. Read it when deciding whether inbox inventory deserves a test alongside other discovery channels. Its account examples help frame the opportunity, but the decision should still rest on customer quality and additional business outcomes, with paid placements complementing your existing email programme.
Search Engine Journal · Published
Why make time for it?
Useful when evaluating inbox inventory without treating it as either ordinary search or a replacement for owned email.
What to look for
- Compare discovery placements with channels serving a similar purpose.
- Check the campaign controls available for the inventory you want to test.
Keep in mind
Account examples and practitioner advice do not establish incremental lift. Placement availability and controls can change.
Take this question into the article
What distinct audience or outcome would inbox placements add to your current mix?
The people behind the article
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Read the full argument.
Continue to Search Engine Journal for the complete article and supporting material.
Read the full articleReading notes reviewed 30 Sept 2026. The publication date above belongs to the original source.